Packaging-related factors associated with acceptance intention for ready-to-eat foods among Chinese Generation Z consumers: an integrated PLS-SEM-ANN approach

Ready-to-eat (RTE) foods are increasingly relevant to Generation Z consumers. This study examined associations of ecological packaging design (EPD) and intelligent packaging technology (IPT) with acceptance intention among Chinese Generation Z consumers. Integrating the Technology Acceptance Model and Stimulus-Organism-Response theory, the model was tested using PLS-SEM and ANN with 327 online questionnaires. EPD was positively associated with perceived usefulness, ease of use, and sustainability (β = 0.351, 0.256, and 0.333), while IPT showed similar positive associations (β = 0.251, 0.187, and 0.318). These evaluations were positively associated with attitude, which predicted acceptance intention (β = 0.429). Across five ANN models, predictor rankings were consistent with PLS-SEM, with EPD ranking above IPT. The findings identify packaging-related pathways rather than actual purchasing behaviour. Given non-probability sampling in China, national representativeness and cross-cultural generalizability remain limited.